The Identity block

Identity is contact management, the narrow half of a CRM: one row per person and one per organisation the business deals with, the relationships between them, the channels you may use, a timeline of what the platform already knows about them, and one merge path. It is not deals, pipelines or marketing e-mail — those become their own blocks on top of this directory.

Enable it under Blocks. Reads are free within the plan's fair use; writes are metered per call and records per month, at the prices on the block's page.

People appear on their own; records are a decision

The moment someone e-mails you, a member replies to them, or the books name them, they are in People — with a timeline — whether or not you ever create a record. A record is the decision to keep them: click Promote, confirm an agent's proposal, or turn on promote anyone a member replies to (the sensible default for a support inbox). A promoted record starts unconfirmed: it renders with a marker and is never a send-to default until you confirm it.

Nothing is written automatically. An agent that learns "this is Kim from Acme" proposes the record; you confirm it in the merge queue.

Channels and consent

A person has channels — e-mail, phone, handle, address — each with a verified state and a consent state. Consent is per channel: someone may have opted in on one address and out on another. A channel marked do not contact marks the whole record: identity.find never returns it as a send target and an agent's outbound skill refuses it. A phone number that texted STOP is honoured here without anyone writing anything.

An address belongs to one record per account. If info@acme.example is already the organisation's, the form tells you and offers to link the person to Acme instead.

Properties are declared before they are written

Under Settings → Identity you declare the properties a record may carry: key, label, type, whether an agent may write it, and who may see it. An agent that invents a key is refused with the settings page named in the answer. Every field carries where it came from — a person, HubSpot, a list, an e-mail, an agent — and when two sources disagree the order is manual > HubSpot > list > inbound > agent; the losing value stays on the record.

Merges keep every reference resolving

When two records are one person, propose a merge (the nightly sweep does too, on an exact e-mail, handle, phone or domain match — never on a name alone). A person confirms it. The loser redirects to the winner; every reference stored anywhere on the platform keeps resolving — to the winner; the winner's timeline gathers what named the loser. A merge made in error is reversed forward: nothing is deleted.

Erasure is one action

Erase on a person, for a data-subject request, redacts the record, its party everywhere on the platform, its tags and list rows — and produces a report that names what was retained under which obligation. A finalised accounting record keeps its counterparty for the statutory period; the report names the item ids. That report is the artefact for a GDPR Art. 17 request; see data and privacy.

Agents

Everything you can do here in the dashboard an agent can do over MCP with an identity.* tool — find, read, the directory and timeline, records, channels, properties, merges and erasure; the getting-started manual lists every one. identity.find and identity.get read (an unrecorded address still answers with its timeline); "the CFO at Acme" returns the billing contact with a confidence — and, when two match, a question rather than a guess. An agent's identity.upsert, identity.link and identity.propose_merge are proposals you confirm in the merge queue or in your own session with proposals.decide. Erasing, reversing a merge and changing whether agents may edit directly stay a person's: an agent asking for the last one makes a proposal a person applies.

HubSpot

Connect HubSpot under Connections and pick it under Settings → Identity → Sync: contacts, companies and associations sync in hourly, one way, with the standard fields and the properties you map. A manual edit on a field survives the next sync on that field.